Kelon Electrical Holdings Co., Ltd., Air Conditioning And Marketing Strategy Is Discussed

The purpose and significance Chinese household appliances industry has made a great progress since our country implementing policy of reform and opening to the outside world. At the very beginning, Chinese household appliances manufacturing enterprises had to import technology or product line, for they did not have the ability to do household appliances R&D. Now many of them have R&D ability. At the same time, a passel of famous household appliances manufacturing enterprises with marketing experiences have grown up.Recently, Kelon is one of the corporations that catch people's great attention. Why? Kelon is the apotheosis of Chinese household appliances manufacturing enterprises. It has run very well since it had been established. But it had a great loss because of improper running around the year of 2000. Another reason is that Kelon was annexed by Greencool unknown in mainland.Kelon implemented a set of management amelioration means after Greencool taking possession of it. These measures work in some fields. In the face of acuter competition and changeable marketing structure, how to cope with the severe challenge is the main problem of Kelon. This paper discusses it.The object of this paper is Kelon that is similar to many mainland household appliances manufacturing enterprises. Studying its marketing strategy may have some reference that is important to other household appliances manufacturing enterprises.Basic idea and logic structureTo begin with the background of air conditioner, this paper analyses the circumstances of air conditioner; analyses the five competition forces in the industry structure by using Porter model; applies the SWOT andSTP to probe the marketing strategy and puts forward the strategy of low-cost and differentiation. And discusses the implementing tactic.Main contents and viewsThe paper has four chapters:Chapter â… : This chapter briefly introduces the history and the status quo of Kelon.Chapter â…¡: This chapter starts with the circumstances of air conditioner and analyses the five competition forces in the industry structure by using Porter model. The SWOT method is applied to find out the advantages and disadvantages, outside opportunities and threats of Kelon. And according to the analysis puts forward the marketing strategy of low-cost and differentiation.Chapter â…¢: This chapter applies target market strategy to analyze the factors having to be considered when Kelon gives its products right location; also analyzes the choice of target market and the right location for its brands.Chapter â…£: This chapter discusses the marketing tactic of Kelon. Main contributionThis paper links up with practice closely on the elected topic. Systematically utilizes the knowledge of MARKETING MANAGEMENT, STRATEGY MANAGEMENT to study Kelon. Author proposes the marketing strategy for Kelon; also proposes some operationable measures and proposals.